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Assignment 3: A New Strategy for Kodak
Assignment 3: A New Strategy for Kodak
Assignment 3: A New Strategy for Kodak
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1. Evaluate Kodak's strategy in traditional photography. Why has the company been so successful throughout the history of the industry?
From the very begging Kodak’s strategy was based on innovation and consumer focus policy.
By creating an innovative product, which was anticipating customers needs and was “a user friendly product” Kodak became a leader in industry. George Eastman had been able to create value, to capture value and to deliver value. With the slogan "you press the button, we do the rest," George Eastman introduced the first Kodak camera to the world, in 1888. He used a razorblade strategy, selling cameras at low cost, but profiting on film sales. They have based their business on the model of selling cameras at low prices and keeping the focus on consumable products such as film. Early success helped Kodak to have all necessary recourses to invest in
R&D and as a result Kodak could sell color film earlier than other companies. From one hand
Kodak was able to increase demand on traditional photography and from other hand he created new market segments by introducing medical imagining and graphic arts. Highly inventive, very innovative and successfully rolling out new, sustaining innovations- that’s how Kodak’s strategy can be evaluated.
Continuous innovation with consumer focus, quality product, mass production at the low cost, international distribution, extensive advertisement, growth trough continues research, aggressive marketing and excellent know-how played key role in Kodak’s success. This mix left no competitors to Kodak.
2. Compare traditional photography to digital imaging. What are the main structural differences? Will digital imaging replace traditional imaging? How have value creation and value appropr...
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...l imaging a disruptive innovation or not? If so, what incumbents should do in these case to avoid their decline?
This case is good example of how historically successful company struggled between sustaining innovation and disruptive innovation. Digital imagining is disruptive innovation because it pulled out customers out of the traditional photography, helped to create a new market and value network, where non-consumption must be overcome. The approach of disruptive innovation is new market disruptions. Digital imagining disrupted and displaced traditional photography.
Because of the fear of cannibalizing product sales Kodak was unable to capitalize on the digital camera invention.
In order to exploit disruptive innovation Kodak was suppose to recognize changes on time, to have quick response to these changes and to have ability of re-positioning in new environment.
Stanley Kubrick was one of the first people to make great use of the extreme wide-angle lenses so tremendous that the lenses cause some sort of barrel distortion. For Example, in the A Clockwork Orange, is a great example of how Kubrick uses the wide-angle lenses. The lenses were used in both dolly handheld shots. The wide-angle lenses were very consistent and steady with the tone of the movie all together. His camerawork was something people should really resemble off of. The camerawork really makes a big
5) In the early days he made it very easy and simple for people to buy
Kodak and Fujifilm are two of the most historically recognizable and iconic names in the world of photography. Kodak was formed in the early 1880’s by George Eastman in Rochester, New York, under the name Eastman Dry Plate Company. Eastman had spent the previous few years of his life trying to improve on the way images were transmitted once taken on a camera. When Eastman first became interested in photography, the images that were taken on a camera were done so by using wet film plates. He spent the next couple years trying to develop film on dry plates, obtaining a few patents along the way, but it wasn’t until 1883 that he made a huge discovery. That year, Eastman developed film on rolls, instead of plates, and by 1885, he had developed the first transparent photographic film. The now famous Kodak name first became registered in 1888, and over the next few years Eastman continued developing new types of film, adding transparent movie film, and daylight loading film by 1892, when the company officially became Eastman Kodak Company. By the turn of the century, Kodak was becoming increasingly popular through their sales of portable cameras, mostly through the sales of their Brownie camera, and their ability to continually develop new types of film. When Eastman died in 1932, Kodak was arguably the most recognizable names in the photography and film industry. Kodak was initially able to build off the success that it achieved under Eastman, developing the 8 mm film and 16 mm film, giving the average consumer the ability to record home videos. In 1958, Kodak released the first automatic, color projector, the Kodak Cavalcade, and followed that with the more popular Carousel line of projectors.
George Eastman founded the Eastman Kodak Company in 1888, and pioneered the photography industry with new technology that would help bring photography to the mainstream. After its inception, Kodak created what many called a "monopoly" in the photography industry. Both in 1921 and in 1954 the company had to endure a consent decree imposed by the US Government in which it was concluded that Kodak monopolized the market in violation of the Sherman Act (the first and oldest of all US federal, antitrust laws). Kodak settled the 1921 decree and agreed to be bound by restrictions. The Company was barred from preventing dealers from freely selling goods produced by competitors. On the other hand, the 1954 decree prevented Kodak from selling a bundle that included the color film and the photofinishing, among other restrictions. This tying arrangement of products is an agreement by a party to sell one product on the condition that the buyer also purchases a different (or tied) product, or at least agrees that he will not purchase that product from any other supplier. In this case, Kodak was selling the photo film while conditioning the buyer to also buy the photofinishing product (because it was included in the price). Both decrees had supporting evidence of the high market power that Kodak had at the time, for which both cases were based.
...el through time and show newer generations of the events of the past and the rich history of a particular country. With the use of all the technology over the years, photography has now become a major part of everyday life and the photographer behind the camera.
Photography back then was usually only for the wealthy and the professionals who were trained to take them and the cameras were on tripods which were large and cumbersome. In the end he created a more efficient way to take pictures and capture moments in
“What I like about photographs is that they capture a moment that’s gone forever, impossible to reproduce.” - Karl Lagerfeld. Photography is a beautiful thing that has evolved over the years. With the help of technology photography has came along ways from when the very first photo was produced in the 1700’s . We have found faster ways to produce a picture and the colors and format has became more appealing to the human eye. Photography has helped generations see the earlier generation for decades. We can only receive so much imagery through words until we turn to a photography that says it all. It all goes back to the old saying of “a picture says a thousand words”. The evolution of the camera and the history of photography are the true beauty in what made pictures what they are today.
Two new managers have been appointed at Sony in the last 15 years due to a number of developing problems, including the innovation ‘cogs’ within Sony slowing down, being forced into an aggressive pricing strategy, increased competition, losing the battle of VHS and Betamax, profit and sales remaining flat and the ongoing poor performance of Sony films (Mintzberg et al, 2003). Both managers initiated major strategic changes with varying degrees of success; firstly Nobuyuki Idei was appointed and initiated a major shift from analogue to digital technology, as there was a belief that Sony was falling behind the market in this respect. Idei also targeted the top position in the audio and visual industry, a universal standard in home computer devices and a new distribution infrastructure. He believed his job was the ‘regeneration of the entrepreneurial spirit’ (Mintzberg et al, 2003), believing it had been lost.
Photography is a part of almost everyone's everyday life whether it is through a smartphone, laptop, or professional camera. Before the late 1800s, though, even a simple picture was not possible. Although many people worked hard and put their ideas and inventions of new cameras in the world, Louis Daguerre is among one of the most important. Michael Hart, in his book, The 100: A Ranking of the Most Influential Persons in History, ranks Daguerre as the 47th most influential person in the world. This ranking is appropriate because of the many ways his invention influenced today's world. His technique was practical and widely used in the 1800s. Although his methods are different
George Eastman introduced the first brownie camera in 1900. At $1 a camera and 15 cents per roll for film, it was the first camera that was affordable for the general public. The camera was designed by his camera designer, Frank Brownell to be as cheap as possible while still being able to function properly. In the first year more than 150,000 cameras were shipped. The camera had a simple rotary shutter, an f/14 meniscus lense, and six 2 ¼ inch square negatives. Eastman wanted to make photography within reach for everyone. It
"History of photography and photojournalism.." History of photography and photojournalism.. N.p., n.d. Web. 21 Nov. 2013. .
People always want to keep the prefect moments in their lives. So they invented cameras that the earliest invention which can help people to do that. Nowadays cameras have become a part of people¡¯s lives. Most of families own at least one camera. Wherever there is a party, a picnic, a wedding or something else, we use a camera to save the memories. With the development of technology, there is a new kind of camera which becomes a fashion all over the word. It named digital camera which is short for DC. Digital cameras are different form the traditional cameras. The biggest differentiation between the two cameras are digital cameras do not need films whilst tradition camera need. Compare with tradition camera, digital camera has more advantages for ordinary consumer than disadvantages. But people use the tradition cameras for more than 150 years, will they easily to accept the new camera? How to motivate consumer to buy digital cameras? Can the marketers create such a need to them? For this article, I would discuss the need and motivation of consumers, and show the answer about the questions above.
Value- It includes providing products and services and how Mr. Price add values to customers.
The printing press created future opportunities for bigger and more powerful inventions to advance. The printing press isn’t just known for being one of the most useful sources in the world, but because it made history.... ... middle of paper ... ...